Magazine rack

ABC releases magazine circulation figures for the second half of 2018

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According to the Audit Bureau of Circulations (ABC), many magazines saw a decline in circulation for the second half of last year.

For women’s magazines, Red and Bella grew the most, by 7% and 6% respectively but for a large number of magazines it was a different story. The biggest year-on-year falls were experienced by Now magazine (43% decline) and Cosmopolitan (23% decline).

Mark Winterton, managing director for women’s weeklies and TV at TI Media, told Press Gazette: ‘We are starting to see the benefit of our bold decision to go against the grain and remove our women’s weeklies titles from bigger packs.

‘While the overall ABC results reflect the initial impact of stripping out the bigger packs from our promotional activity, which inflates sales figures, these single copy sales are indicative of the rewards of doing so. Our investment in audience research and editorial redevelopment will continue across all titles in the portfolio.’

Rob Munro-Hall, group managing director at Bauer Magazine Media UK, owner of second highest circulation magazine Bella, said: ‘Our focus on curating the highest quality content continues to drive engagement on all platforms – with print remaining proudly at the heart of what we do.’

For men’s interest magazines, Stuff’s circulation fell 27% year-on-year between July and December 2018. The now-closed free magazine Shortlist recorded the highest circulation, shifting an average 500,000 copies per issue.

For news magazines, The Week’s circulation fell by over 25%, while its sister title The Week Junior grew by as much.

Marina Haydn, managing director of circulation at The Economist, said it has worked with ABC to change how its circulation figures are reported, consolidating its print offerings and separating it from its digital publication figures. Haydn said this reflected The Economist’s “product neutrality” as customers can choose between print and digital’.

This new format shows The Economist with a print circulation drop of 38%, as print figures are being compared to combined print and digital figures from last year.

According to the Economist, like-for-like figures would put its print circulation down by 10% year-on-year and its digital circulation up by 83% year-on-year.

All the ABCs are updated in the Vuelio Media Database, helping you to make informed decisions about which outlets work for you. 

Get Ahead with forward planning

How good is your forward planning?

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Forward planning lets you make the most of your time – but how well are you planning ahead? 

Whether you want to fill your calendar with the best events and awards, understand the benefits of setting time aside for training, or make the most of forward features, our latest white paper gives you practical advice to improve your planning in 2019.

Get Ahead with Forward Planning teaches:

  • How to create award-winning campaigns in 2019, with tips from the top
  • Why everyone in PR should have regular training
  • How to use forward features to secure earned media coverage

The white paper presents actionable steps for making the most of your plan this year and can be used a resource for everything from the training sessions you should attend to the award ceremonies you should enter.

Download Get Ahead with Forward Planning – PR awards, training & forward features.

Ella Minty, Power and Influence

PR Blogger Spotlight: Ella Minty, Power & Influence

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Ella Minty created the Power & Influence blog and is responsible for the popular #powerandinfluence Twitter chats. The Power & Influence blog is featured in our Top UK PR Blogs and we spoke to Ella about the importance of credibility, learning about human psychology, and ditching PR speak. 

What’s in store for the blog in 2019?
In 2019, following a trend I started in 2018, I’m going to be speaking primarily about ‘PR and business’. If we are a strategic management function, we need to be able to articulate how and why we are impacting organisations, their bottom line and their mid to long-term objectives.  

How has PR changed since you first got into the industry?
I think we are coming out of the shadows now, both literally and figuratively. That aura of mysticism our industry was surrounded by, as well as that general perception that we are mostly spinners, are starting to disappear and be slowly replaced by accountability, responsibility, purpose and social impact.  

How much is Brexit affecting comms in the UK?
Brexit as an outcome won’t have much bearing, in my view, on the comms output of UK agencies and consultants, on the contrary. Brexit as a process, however, has been largely pursued based on image and perception, not on facts and hard figures.  

What’s the biggest issue facing the industry (outside of Brexit)?
That has to be credibility – tactical outputs are important, for sure; however, being able to fit all those tactics, tools and techniques into credible and sustainable business propositions is a different matter altogether.  

Are traditional media outlets losing their importance to the industry?
It depends on which side of the value chain one is. For a local/regional business, the local media bears much more importance than the national. For a listed business, Reuters and Financial Times are their shareholders’ ‘Bible’. For a multinational business, national broadcasters are as important as national ‘influencers’. There is no ‘one size fits all’.   

What’s the best campaign of 2019 so far?
It has to be Gregg’s Vegan Sausage Roll. 

What advice would you give students looking to join the PR industry?
Understand the importance of research and analysis in everything you do, read as much as you can on human psychology and get a business qualification, too.  

What’s your best pitch tips for PRs?
Leave our language at the door of the boardroom; once inside the boardroom, use theirs.  

Do you receive pitches from other PRs looking to work with you in your capacity as a blogger?
I received a couple related to product reviews. I don’t do vacuum cleaner reviews, nor do I write about pottery. I’m happy to work with my peers in positioning and articulating their strategic offering, collaborating on sector-specific thought leadership pieces and market entries etc. I found it very disconcerting that those who got in touch with me didn’t take the time to actually check whether I have any ‘influence’ on the vacuum cleaner market or whether I wrote anything about which ceramic pot works best with an electric hob… 

What other blogs do you read?
Stephen Waddington’s, Stephen Davies’, Scott Guthrie’s, PR Place (edited by Richard Bailey), CIPR Influence’s, Comms2Point0’s and many others. I like reading ‘heavy’ blogs, those blogs that once you read make you (re)consider what you know, what you’ve learnt, what you can do better etc.  

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Forward planning

5 ways to get the most out of Forward Features

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Forward features are a great way to plan your campaigns and content throughout the year. Outlets across the media landscape use forward features to request PR materials and content, so they can provide a simple route to securing earned media coverage.

The Vuelio Media Database already has tens of thousands of forward features for 2019 and more are being added every day. They typically include brief descriptions, submission deadlines and dates of publication.

Our latest white paper, Get Ahead With Forward Planning, covers a range of forward planning activities in comms, including these five simple rules for getting the most out of forward features, saving you research and pitching time and ultimately helping you meet your goals.

1. Be specific
The Vuelio Media Database allows you to find upcoming features by keyword but broad terms, such as ‘IT’ or ‘technology’, can be applicable to a number of different industries. Work out what unique keywords match your aims and identify and remove irrelevant categories from your search.

2. Research the relevance of media outlets
You can further refine your results by taking a closer look at the media outlets each forward feature comes from. Profile information allows you to get a better idea of how a media outlet may be appropriate to your brand and campaign. Only target the outlets that are consistent with your campaign’s objectives.

3. Prioritise the list
You may be surprised at how many relevant opportunities you find, particularly in the B2B sector. By identifying the opportunities that have the most worth to your campaign and making these a priority, you will be able to manage your leads more effectively.

4. Diarise the opportunities
Journalists are often working to strict deadlines. We give the same advice for PRs receiving enquiries through the Journalist Enquiry Service – making sure that you have the right information for the right journalist at the right time can be the difference between getting coverage and missing out. Also be aware that deadline dates could be months before the issue date.

5. Pitch your idea well in advance
Forward features will often have a named contact that is responsible for the editorial. You can increase your chances of coverage by contacting them ahead of time to find out more about the feature and how you can contribute. It also presents you with the opportunity of pitching an idea or viewpoint for the feature they may not have considered.

Ready to access the forward features and opportunities relevant to you? Get a demo of the Vuelio Media Database today.

Connects Agency

Connects agency launches #VerifiedViews video and podcast series

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London influencer marketing agency Connects is providing an unadulterated look into the stories of top influencers in its new video and podcast series #VerifiedViews.

Aiming to provide a unique view of what it’s like to be an influencer, through honest and open interviews, #VerifiedViews follows the mantra of ‘No scripts, no agenda, no #Spon’.

Content is available as a shorter form 10 minute IGTV video series, alongside longer-form full podcasts of around 30 minutes.

The first episode features The Mac Twins opening up about life on Love Island, being female DJs in a male-dominated industry and how they are seeking to improve the nation’s gut health. Viewers can expect open, honest, unfiltered views from Lisa and Alana as they discuss how they feel the responsibility to use their influence to drive positive change.

Watch here: #VerifiedViews Ep #1 The Mac Twins on IGTV

Listen here: #VerifiedViews Ep #1 The Mac Twins podcast

The second instalment includes Edd Kimber (The Boy Who Bakes) discussing his experiences of being trolled online, coming out as gay, and what life has been like since winning The Great British Bake Off. Edd ends by offering positive and helpful tips on how to remain true to yourself and build a lasting career in social media.

Watch here: #VerifiedViews Ep #2 Edd Kimber IGTV

Listen here: #VerifiedViews Ed #2 Edd Kimber podcast

Commenting on the launch of #VerifiedViews, Connects founder and managing director Sedge Beswick said: ‘At Connects we’re constantly looking to push the boundaries of influencer marketing, blur the lines between content and real life. Working with some of our friends from our network of social media influencers, we’re excited to bring to light these influencers’ lives with behind-the-scenes access to find out what it’s like to be an influencer and what makes their views verified. We’re hopeful #VerifiedViews will be a platform for sharing these positive and impactful stories for all to hear.’

James Preece blog

Dating Blogger Spotlight: James Preece

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James Preece is a leading dating expert and dating coach, and his blog is featured in our Top 10 UK Relationship and Dating Blogs. James has been working in the industry for over a decade and is involved in a wide variety of different areas, such as personal dating coaching, online dating, singles events and consulting for many dating companies. He is a very experienced relationship expert and has helped tens of thousands of men and women find love, build confidence and improve their relationships. We asked James for his dating tips, the recipe to a perfect date and how brands can get involved with the site.

What’s in store for the blog in 2019?
I’ve been working on some big plans for this year.  I’m creating some online courses and have written some new books, so these will be featured on my blog. I’m going to be teaming up with some other leading world-renowned dating coaches to bring joint content. Dating is always evolving so I like to stay on top. This also means much more video content!

What’s the secret to a great date?
Focus on making the other person feel special. That way you won’t have time to worry about what they think of you. People like people who like them, so pay them some compliments and find out what they are passionate about. Oh and don’t be too picky if there’s any chance things might work. Chemistry is often something that develops between dates rather than during them. It’s when you are thinking about what they are up to and looking forward to seeing them again.  You know you’ve had a good date when you are still smiling a few days later.  

What are your dating no-nos?
The language you use gives away so much information. If you use negative language and talk about negative topics (Brexit, your horrible job, bad dating history etc) then you’ll be associated with these things. Instead, focus on only saying positive things. This could be future dreams, ambitions, holidays planned or life achievements. That way you’ll be viewed as a happy, positive person worth getting to know.  

How does Valentine’s Day affect your content?
Valentine’s Day is always a key time for me as a dating expert. Every brand wants to push a Valentine’s story and I’ve been getting feature requests since November! This year I focused on promoting some great singles events by an upcoming brand called My Friend Charlie. I thought they were of great interest to all my single readers. 

What’s your idea of the perfect date?
The perfect date is around 90 minutes long – at least for the first one. That’s long enough to find out if you like each other but also short enough to leave something for next time. Drinks are your best bet rather than dinner as it’s more relaxed. Avoid going to the cinema or theatre for your first meeting. Do you really want to get stuck in the dark with 400 other strangers? End with a peck on the lips as that signals you are into them.  

How has the rise of dating apps changed the dating scene?
They definitely have – and that’s not always a good thing. While dating apps can allow people to get matches very quickly, it’s also made it so much harder to make a real connection. We’ve become fussier than ever and we are making judgements based purely on one photo. My dating coaching clients are coming to me more and more because they are frustrated. I teach people to try a bit of everything – online dating, singles events, approaching people they like. If you focus on what you’d like and take action you’ll soon get it. 

How do you work with brands for the blog?
I often get approached to feature brands on my blog, but I have to be very selective about what will appear.  If it’s not a good fit then I have to say no. For those that would be interesting to my audience, then I work out a detailed promotional plan. I like to give them a good return for their investment.

What’s the best collaboration you’ve worked on?
I worked with a Universal Pictures a little while ago to promote a film they were featuring. I got to advertise a competition on my blog which had a prize of a celebrity dating seminar I was running. I had so much interest and the event was amazing. 

What other blogs do you read?
I absolutely love reading anything from Naomi Narrative and Hey Saturday. Both are very experienced in this industry and are constantly thinking up new ideas and content. They’ve kept going while many other dating bloggers have long gone. 

 
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Rachel Miller

Blogger Spotlight: Rachel Miller, All Things IC

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Rachel Miller is the creator of the award-winning All Things IC blog, specialising in advice for anyone working in internal comms. All Things IC was recently ranked in the Top 10 UK PR Blogs, so we caught up with Rachel to discuss changes to the industry, the importance of research when pitching to bloggers, and why the Greggs vegan sausage roll campaign worked so well. 

What’s in store for the blog in 2019?
My All Things IC blog turns 10-years-old in March 2019. To mark the occasion, I’ll be highlighting some of the forgotten gems that I published years ago, dusting them off and seeing what’s changed since they first appeared. I’ve published 1,250 articles, so there’s a lot to choose from! I’m also working on online masterclasses to bring my blog content and consultancy work to life through a new medium for internal communicators.

How has PR changed since you first got into the industry?
I started my career as a Journalist in 1999 and moved into Internal Communication in 2003. PR and comms has changed a lot in that time. The fundamental principles of good, effective communication haven’t, but the methods and media have. For example, there was only one computer with internet access in the newsroom when I was a journalist and it was incredibly slow. I started my blog in 2009 to help me research how social media could be used for internal communication. There were only two case studies globally I could refer to in my post-graduate diploma in Internal Communication Management dissertation back then. Ten years on, I’d be spoilt for choice!

How much is Brexit affecting comms in the UK?
Many of my clients are spending a lot of time trying to provide clarity and create clear instructions for their employees around Brexit. Looking for certainties when everything seems uncertain and unclear is frustrating. A lot of time, money and effort is being spent trying to plan for every eventuality.   

What’s the biggest issue facing the industry (outside of Brexit)?
The biggest issue facing the industry is keeping up with the pace of change. Although the fundamentals of comms haven’t changed, the pace of technology and speed of communication has. This has resulted in an ‘always-on’ mentality which is having a detrimental effect on the mental health and wellbeing of many comms professionals.  

Are traditional media outlets losing their importance to the industry?
No, I think there will always be a place for traditional media outlets. Importance is relative to status, as long as people value something they will continue to choose it. We have such a rich variety of media to choose from, I think it’s healthy to have a mix of traditional and modern.  

What’s the best campaign of 2019 so far?
The Greggs vegan sausage roll launch. I thought the white boxes sent to Journalists, Apple style, and hype around it was fascinating to observe. I read yesterday that their sales climbed 10% in seven weeks, so they’re clearly on the right tracks.  

What advice would you give students looking to join the PR industry?
Go for it! Build your network and work on being known and communicating your personal brand (who you are and what you’re known for/want to be known for). Start writing using your own blog, create articles on LinkedIn and offer to guest blog on established blogs to build your presence.  

What’s your best pitch tips for PRs?
Make sure you’ve read/heard/watched whatever you are pitching to. It stands out a mile if you haven’t done your homework. Tailor each pitch and demonstrate why you’re a good fit. 

Do you receive pitches from other PRs looking to work with you in your capacity as a blogger?
Yes, daily. The best ones have done some research, they’ve looked at the content I’ve published, spotted a gap and sent me a relevant message. I have guest article guidelines and it’s obvious when they haven’t read them. I prioritise publishing internal communicators sharing their stories, I’ve published around 300 of these articles and that’s what my readers are interested in. I say no to pitches 90% of the time because they are from agencies wanting to use my blog for their own gains, rather than thinking about how they could add value to my readers.  

What other blogs do you read?
So many! I enjoy the weekly round-up from PR Place, edited by Richard Bailey, as it helps me uncover new voices in the PR world. I like to support those who are just starting out by reading and sharing their posts to encourage them.
 
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MK 2019

PR Blogger Spotlight: Marcel Klebba, MK

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Marcel Klebba, or MK to those in the know, is a rising star in the PR industry, with his award-winning blog that has once again been named in the Top 10 UK PR Blogs. A master networker in the industry, MK’s blog features interviews with leading comms voices as well as posts following his career and experience of PR.

We caught up with MK to find out what advice he has for PR students, why he’s launching ‘Comms School’ with Stephen Waddington and what PR blogs are on his reading list.

What’s in store for the blog in 2019?
I’m running a marathon*. Promise I won’t be trying to top your top fitness bloggers list, but there might be a few updates on how my training is going and a few lessons that this journey teaches me. But I’ll be also exploring the fascinating world of communications, building networks and succeeding in careers.

What’s the biggest issue facing the industry (outside of Brexit)?
Fake news. Not a new phenomenon but more amplified than ever. Comms professionals need to be aware of it and act upon it.

Are traditional media outlets losing their importance to the industry?
No. Some of our target audiences will be still reading press and will treat it as the most reliable source of information. Personally, I couldn’t live without having a flick through The Economist each Friday and City AM each morning (both in print, of course!).

What’s the best campaign of 2019 so far?
Aren’t we still in February, though?! I was really impressed with how WWF used the #10YearChallenge trend on social media to raise awareness about plastic pollution and global warming.

What advice would you give students looking to join the PR industry?
Start blogging and create a network. Stephen Waddington and I recently started a community called Comms School, which aims to help students get ahead. Blogging helps you explore a plethora of subjects, makes writing a habit and, most importantly, helps you connect with some brilliant people.

What are your best pitch tips for PRs?
Know the outlet you’re pitching to. Do your research. Make the pitch short and snappy.

What other blogs do you read?
There are a few solid ones in PR community. I’ve always read Stephen Waddington’s blog; work from Ella Minty is always thoughtful and engaging; Scott Guthrie always teaches me something new about influencers, and there’s many more.

I shouldn’t forget those who are still students or only recently graduated, just like me. Jessica Pardoe does amazingly well, and I’ve also started following some other luminaries including Beth Smith, and Ulster PR students who are running their community blog. My Friday mornings wouldn’t be the same without PR Place, edited by Richard Bailey, and its regular roundup ‘This week in PR’.

Metia, where I work, also runs a resourceful blog, full of insights into the world of marketing, that I read regularly, too.

 

*You can sponsor MK’s marathon run here.
 
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Sarah Hall, Sarah Hall Consulting

PR Blogger Spotlight: Sarah Hall, Sarah Hall Consulting

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Sarah Hall covers a huge range of PR industry subjects on on her Sarah Hall Consulting blog. With a breadth of consultancy experience, and as a former President of the CIPR, Sarah brings unique knowledge and advice for anyone in PR. Sarah Hall Consulting is featured on the Top 10 UK PR Blogs and we spoke to Sarah about changes to the industry, her favourite recent campaign and the biggest issue in the industry at the moment.

What’s in store for the blog in 2019?
There’ll be more management and leadership content as I look at how organisations can articulate their purpose and improve their performance in order to drive profile and profits. Good reputation hinges on good business so I’ll be talking much more about that. 

How has PR changed since you first got into the industry?
PR has radically changed since I started in PR nearly 20 years ago. Much of the entry role has been automated (we’ll see more of this) and the lines between disciplines have blurred. Influencer relations was always a big part of our work but the paid element has grown exponentially and falls under our remit, whereas it might not have done so before.  

How much is Brexit affecting comms in the UK?
Whether we like it or not, Brexit offers a great opportunity for strategic PR professionals. Our role is to help organisations navigate change but to do this you need the appropriate training and qualifications. It’s why I’ve been talking about public relations as a management function via my #FuturePRoof community and latterly via the CIPR to encourage practitioners to upskill accordingly.  

What’s the biggest issue facing the industry (outside of Brexit)?
A huge issue is social mobility in public relations. We talk a lot about diversity and inclusivity but there has been very little change in recent years and the problem is getting increasingly acute. While there are some schemes helping those from more disadvantaged backgrounds to get into PR, there is not much help for those already in employment, which is why I’m setting up a charity called Socially Mobile later this year, which will provide educational grants to help people increase their earning potential. Watch this space! 

Are traditional media outlets losing their importance to the industry?
Traditional media outlets have an important role to play in society (not least in holding power to account) and therefore have an important role for anyone in PR. A healthy eco-system relies on public relations and media working hand-in-hand and I hope together we can find a way to drive a resurgence in regional media, which continues to struggle.  

What’s the best campaign of 2019 so far?
Can I cheat and go back to 2018? I’m still obsessed with the Childish Gambino song, ‘This is America’ which drew global attention to racism and gun crime in the US. Brilliantly creative, it’s a cultural phenomenon. We need more campaigns that cut through in this way. Right now it feels like everything is getting lost in Brexit.  

What advice would you give students looking to join the PR industry?
Start with the Global Alliance Capability Framework. Benchmark yourself against this as you move through your career. Make sure your lecturers and employers are aware of it if they’re not already and remember CPD is a joint responsibility. It’s up to you to focus on your own progression as much as your boss.   

What’s your best pitch tips for PRs?
Always start with what’s in it for them, whether you’re speaking to a prospective employer, client or journalist.  

Do you receive pitches from other PRs looking to work with you in your capacity as a blogger?
Yes, mainly on the #FuturePRoof site. 

What other blogs do you read?
Wadds.co.uk (a relationship break up would ensue if I didn’t); www.stuartbruce.biz; www.paulsutton.co; www.ellaminty.com and www.aura-pr.com. To be honest I pick up and read a wide variety of content as it’s served to me on Twitter so this is only a small reflection.  

 
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The Economist logo

The Economist releases daily news podcast

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The Economist has launched a daily 20-minute global current affairs podcast called ‘The Intelligence’.

The new show has been created by host Jason Palmer, co-editor of Economist Espresso, alongside a team of eight newly hired editors and producers. Each podcast episode will be split into three parts: a news story analysis, an in-depth feature, and a lighter piece.

Tom Standage, head of digital strategy and deputy editor at The Economist said: ‘This is central to what we do and a great way to introduce the nature of our journalism to others. We absolutely believe in the power of audio.’

The new daily news podcast will sit alongside The Economist’s current set of five weekly podcasts, on topics such as tech, finance and science. According to the publisher, these existing audio shows fetched seven million average monthly listens and downloads in 2018.

The podcast will be competing in a market already well-served by the likes of the Guardian’s ‘Today in Focus’, The Financial Times’ ‘FT News’ and the BBC’s ‘Beyond Today’.

Susie Warhurst, global head of content at podcasting platform Acast said: ‘The Economist’s global outlook and tone of voice will set it apart from other daily news podcasts.’

Podcasts have grown in popularity over the last few years in the UK. According to stats from Radio Joint Audience Research (RJAR) 6.9 million adults, 13% of the adult population, listen to a podcast in an average week, up from 5.5 million in 2017.

Keep up-to-date with new podcasts, journalists and opportunities with the Vuelio Media Database. 

PRcast PRCA podcast

PRCA launches first podcast to “cut through the crap”

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As part of its 50th-year celebrations, the PRCA has launched its first ever podcast: PRcast.

PRcast has been created as a way to share insight into the PR and communications industry, with bite-sized news stories and conversations with top practitioners. The podcast has been created in association with markettiers and shows will be hosted by PRCA’s communications and social media manager, Harry Gardiner, alongside groups manager, Isobel Arrowsmith.

Francis Ingham, director general, PRCA, said: ‘PRcast comes at a timely moment for our industry. With more fake news and miscommunication on important topics than ever, the podcast aims to cut through the crap and get to the crux of weighty issues.’

Howard Kosky, CEO and founder, markettiers, said: ‘As the official PRCA Broadcast partner we are excited to be working on this new communications channel, and hearing the insights from many of the industry’s key voices on a variety of interesting matters.’

The first episode of PRcast features guest Jim Donaldson, CEO UK and Middle East at FleishmanHillard. Throughout the show, Donaldson discusses key topics in the industry, such as Brexit, diversity, ethics and mental health. The episode also highlights how tasks in the the PR and communications industry are continually adapting to feature more strategic disciplines alongside creativity and publicity.

The first episode of PRcast is available now on all major podcasting platforms. To listen and subscribe via Spotify, click here.

Breaking News

How long does a news story last?

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Research from Google Trends, in partnership with Schema and Axios, has found that the average ‘big’ news story lasts for around seven days before the public moves on to the next crisis.

The study, based in America, used Google Trends to look at a range of news stories throughout 2018 and found that searches for events — the Hawaii false missile alert or Thailand cave rescue, for example — seemed to deteriorate after just seven days.

Axios said: ‘The news cycles for some of the biggest moments of 2018 only lasted for a median of seven days — from the very beginning of higher-than-normal interest until the Google searches fizzled out.’

Research by Cornell University also found that bad news seems to go away faster than good news, with negative news hitting hard at first then disappearing while positive stories continue to ripple over many hours. 

Public searches are not the same as how long outlets report the story for, but one certainly informs the other. We looked at some of the biggest news stories in Google Trends from last year to see how long searches lasted in the UK. 

Seaborne Freight no deal Brexit ferries
First set of searches lasted for 12 days

Brits were shocked when they heard that a company with no ships had won the ferry contract in the case of a no-deal Brexit. From the point the story was first mentioned, searches lasted 12 days as people tried to learn more about this seemingly unknown transport company. A small peak occurred more recently when the topic was back in the news again after the contract was cancelled. 

Seabourne Freight Google Trends graph

Death of journalist Jamal Khashoggi
First set of searches lasted for two months

UK Google searches for Jamal Khashoggi rose when his name hit the headlines after he disappeared at the beginning of October. Rather than coming out all in one go, the story slowly revealed more details, which was mirrored in the searches that continued at a slower rate towards the end of last year. 

Jamal Khashoggi Google Trends graph

Chequers deal
First set of searches lasted for three weeks, the second lasted for 10 weeks

No big surprise that this search team came up a few times since it featured in the political headlines on multiple occasions over the last year. The most searches came when the plan was finalised, and when it was rejected by the EU. 

Chequers deal Google Trends graph

Salisbury poisoning
Searches continued throughout the year with the first drop at around 10 weeks

A story with lots of new developments will reoccur in search terms. For the Salisbury poisoning, searches never really stopped last year, but did peak a number of times as new information and details were shared.

Salisbury poisoning Google Trends graph

Beast from the East
First set of searches lasted for five weeks

If you were anywhere in the UK in February last year it would have been hard to miss the big snow storm nicknamed the ‘Beast from the East’. Although the storm took the country hostage and was trending on Twitter for days, searches for the storm only lasted about five weeks with a little peak again this winter as new bad weather fronts were being compared to the Beast.

Beast from the East Google Trends graph

When it comes to the lifespan of a story, if the media find new developments, then people will continue to search around the story. Things that directly impact people seem to have more searches, as well as anything slightly complicated that the audience wants clarification on.

Public searches are one thing, but what about your news stories in the press? Track your news stories throughout 2019 with Vuelio Media Monitoring.

rosie and kate pr and journo blind date

PR and Journalist ‘Blind Date’: When Taylor Herring met a lifestyle freelance journalist

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In the second of our ‘blind date’ series, we introduced freelance journalist, Rosie Mullender to Kate Bailey, senior account manager at Taylor Herring. Here’s what happened when they went for, a longer than expected, lunch last week. 

How was your lunch?
Rosie: It was great! We really hit it off, and it was interesting hearing about the PR/journalist relationship from the other side of the fence. I didn’t realise we’d overrun by over an hour until we got to the tube!

Kate: Fab – it was great to chat over the various roles she’s had, from Cosmopolitan to a number of household women’s magazines, Co-Op Food and most recently her experience as a freelancer.

Did you learn anything new about their role? If so, what?
Rosie: I was surprised by the breadth of the clients Kate deals with, from Greggs to The Apprentice. Her role involves a lot of creativity to help clients from a wide range of fields achieve their PR goals, and there’s a huge amount of overlap between PR and journalism.

Kate: Rosie worked in magazines for several years and is now a freelancer. We chatted about the freelancing world, the stories she goes for and the dos and don’ts of PRs pitching to media

Were you surprised by anything they told you about their job?
Rosie: I didn’t realise how intense things get for PRs when they’re selling in big stories (I also learnt that they call it a ‘sell-in’, which I didn’t know!). It obviously involves a lot of leg work, persistence and charm. I was also impressed by the way Taylor Herring promotes a good work-life balance – it sounds like a fun job.

Kate: I was surprised by quite how ruthless the features world could be for consumer magazines. At one point Rosie was asked to find four women who went to work naked, interview and photograph them in one day – and managed it!

If you could share one top tip from lunch what would it be?
Rosie: PRs would rather hear ‘no’ than ‘maybe’ if you’re just trying to let them down gently. It means they can focus on chasing up other leads instead of having to come back to you.

Kate: Try to make the journalist’s job as easy as possible to up your chances of being successful – pitch succinctly, offer up ideas for features, attach one image to sell the story if possible and don’t send big WeTransfers for them to download. Simple stuff but it works.

Did you disagree on anything? If so, what?
Rosie: Not that I recall, but we agreed on a lot of things! Neither PRs not journalists could do their jobs properly without each other, so it’s important to be considerate. We’re all human and trying to do a job, and I think that sometimes gets lost.

Kate: Apart from our love/hate of seafood, I think we were pretty much in agreement on most things.

If you could change one thing about PRs/journalists what would it be and why?
Rosie: I would prefer them not to piggyback onto requests for specific information with irrelevant stuff. I don’t think I’ve ever placed anything that’s only been vaguely related to a specific story I’m looking for. Although as a freelancer, I do respect the need to hustle, and it’s not a huge gripe.

Kate: A simple ‘no’ from a journalist when a story isn’t right for them can go a long way, as it allows PRs to focus attention elsewhere and reducing time spent on following up with people..

Finally, do you think you’ll stay in touch?
Rosie: I hope so! We got on well, and I think with such an interesting range of clients on Taylor Herring’s roster, I’m sure Kate and I could work together in future.

Kate: Definitely. We both work on such a broad range of stories and projects that I’m sure we’ll be able to work together in future. She was a great blind date!

 

Rosie and Kate’s ‘blind date’ took place at the Paternoster Chop House aka the First Dates restaurant! If you’re a PR or a journalist and you’d like to be set up on one of Vuelio’s professional ‘blind dates’, please email Rebecca Potts.

influencer

In defence of the influencer

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‘Influencers’ are receiving a huge amount of bad press at the moment. From the CMA’s new rules around disclosure to the Fyre Festival documentaries and Panorama’s ‘Million Pound Selfie Sell Off’, a picture is being painted of a vacuous industry intent on getting as much as it can for as little as possible. But how much of this is actually true and what does it teach us about influencer marketing?

The word influencer tells us a lot about the issue. At Vuelio, we interview bloggers – in many ways the pioneers of this industry – every week and we ask them what they like to be called. While some do say ‘influencer’ many more specifically say, ‘not influencer’, and choose blogger, vlogger, writer or content creator instead.

The Kardashian effect
‘Influencer’, though clearly just a term that means one who influences, has become synonymous with social media influence – and is often the label for people with huge, visible followings that are paid to endorse products. More specifically, Instagram is often seen as the channel of the influencer thanks, in no small part, to the Kardashians, who have grown exponentially on the platform and are known to be paid hundreds of thousands of dollars for a single post.

This has created a trickle-down effect, where mini Kardashians – typically reality TV stars – tread a similar path to fame and riches, and many now have huge Instagram followings and are paid to endorse products and brands.

While paid celebrity endorsement is nothing new, there has never been so much control given to the endorser. Advertising, and celebrities ‘being the face of’, traditionally required brands to manage the endorsement, whereas Instagram accounts are run by the celebrity, so the format of the endorsement is largely in their hands.

This has led to confused practice where some don’t seem to care about the rules but many more don’t actually understand them. And while the ASA, CAP and CMA are catching up, the speed at which this industry is growing means influencers have to work it out themselves, and then share their expertise around.

Professional content creators
Many professional content creators – bloggers and vloggers – take this very seriously. Their influence, and therefore earning potential, tends to be based on high quality content and genuine expertise. While celebrities use their star power to build an audience, content creators have built loyal followings through their knowledge, excellent writing and great media content.

The way these professional content creators work with brands and are seen by their audience plays a huge part in their ability to thrive in the industry, again because their content is directly linked to their influence. Bloggers and vloggers are now at the forefront of ethics in the influencer marketing industry – actively calling for clear rules and guidelines for everyone to follow to make it an even playing field.

This doesn’t mean that celebrities are the problem, but they are high profile and tend to be names that feature in the mainstream press. So, when one of them does something wrong – or perhaps a group are taken advantage of by a brand that should know better – they further establish the term ‘influencer’ in a negative way.

The influencers in influencer marketing are not one type of person or professional working in one way, which is why the term ‘influencer’ is so problematic. Brands – it’s time to know your influencers, why they’re influential and which type of influence is right for you.

What does this mean for PR?
The PR industry has just as much trouble deciding what an influencer is. As this PRWeek article points out, opinions vary from it being someone who has high engagement with their target audience to social media users with large followings.

Katie Hunter, social and influencer lead at Karmarama, makes a strong point – she said: ‘We definitely need to stop thinking about ‘influencers’ as YouTube celebrities, Insta-stars or a way to buy quick reach of advocacy. A lot of the coverage recently (often negative, let’s be honest) focuses on a very shallow pool of (often very famous) creator talent that certainly isn’t representative of the enormous breadth and endless possibilities open to us through influencer marketing now.’

Once brands and agencies understand the full potential of influencer marketing, and the differences between micro, macro and celebrity influencers, they can collaborate with the right creators who can help them reach their goals and tap into new, loyal audiences both ethically and effectively.

‘Influencers’ have a bad rep and it’s time for every side of the industry to come together and start painting a new picture of how diverse this industry really is, how important it is to brands and how professional it’s becoming.

If you want to work with the right influencers to reach your goals – you need the Vuelio Influencer Database.

Flickering Myth logo

Film Blogger Spotlight: Gary Collinson, Flickering Myth

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In the number one spot in the Top 10 Film blog ranking, Flickering Myth was created by author Gary Collinson, a fan of superheroes, Star Wars and LEGO. In this spotlight, Gary tells us all about relaunching the Flickering Myth Podcast Network, which film he is most excited about this year, and the importance of brands providing mutually beneficial content.

What’s in store for the blog in 2019?
Our main aims for 2019 really are to just to keep on improving, building and engaging with our audience, and having fun with what we do. We’ve recently relaunched our Podcast Network, and we’re currently in the process of revamping our original video content, so they are two areas we’ll be looking to grow in 2019, assuming all goes to plan!

Which film are you most excited about this year?
It has to be Avengers: Endgame. Anthony and Joe Russo have been knocking it out of the park with each of their Marvel movies, and the way they brought everything together with Avengers: Infinity War (without it feeling totally overstuffed) was exceptional. I can’t wait to see how it all ends.

How are the likes of Netflix changing the industry?
There are definitely positives and negatives to the rise of Netflix and other streaming services. Netflix is putting out a LOT of original content, and that has to be a good thing for the talent involved. It has a huge built-in audience, and doesn’t need to convince people to get up, leave the house, travel to a cinema and spend a fortune on overpriced tickets, food and drink, so it can take more of a chance on projects – some of which may never get made via the traditional route, and certainly wouldn’t get the same level of exposure. In theory, it should force the studios to raise their own game.

However, no matter how good your home cinema set-up is, there’s nothing like the theatrical experience, and with more and more streaming services popping up, it could get quite costly to keep on top of everything you want to see. Sadly, for people like me who treasure their Blu-ray and DVD collections, it also seems to be killing physical media, which is a real shame in my opinion. I miss the video shop.

Which films/stars will win the big categories at the Oscars?
Best Picture – Roma

Best Director – Alfonso Cuaron

Best Actor – Bradley Cooper

Best Actress – Olivia Coleman

Best Original Screenplay – Vice

Best Adapted Screenplay – A Star Is Born

How does awards season affect your content and planning?
Awards season doesn’t affect our content and planning too much. We cover the nominations and winners for the major awards ceremonies, and maybe offer a few predictions, reactions and op-eds along the way. We’ve also been fortunate enough to attend the British Academy Film Awards for the past few years, and so we’ll have some coverage and content going up from there on the site and our social channels.

What advice would you give PRs/brands who want to work with you?
If your products are relevant to our audience, then get in touch! But please visit the site beforehand; find out what we do, and who our audience is. We’re not a travel site, or a motoring site, or an insurance site. We’ll happily work with those clients, as long as the content is relevant to our readers and to our niche. But if you get in touch asking us if we’d like to write a feature on ‘The Ten Best Holiday Resorts in the Algarve’, you’re really just wasting your time.

What do PRs do that’s wrong?
We’ve worked with some fantastic PRs and agencies over the years, so I’d like to stress that by no means is this applicable to everyone. But, in my experience, I believe there are some agencies that expect too much, for too little in return. Sometimes, it can be a one-way street.

We’re more than happy to promote your clients’ movies or video games, share the posters, the trailers, a review, and maybe even a little more beyond that, if it is relevant to our readers. It’s what we and our audience both love after all, and we do our very best to accommodate. But we are not obligated to do so. Sometimes we have other priorities.

Occasionally, it’s also nice to receive something in return, like an interview for the movie we’ve promoted solidly for six months. Take into consideration the ROI, and the value that sites offer your clients. Of course, we fully appreciate this isn’t always possible, but a straight-up, honest rejection is always better than radio silence, or an excuse.

As I said, this certainly doesn’t apply to every agency. However, you tend to find that the agencies that expect the most – the ones that bombard us with requests, and reminders to their requests, and reminders for their reminders – are generally the ones who offer the least in return.

What other blogs do you read?
Unfortunately due to the demands of Flickering Myth I don’t get anywhere near enough time to read as many websites as I’d like. Dark Horizons has always been a great site for movie and TV news, and I also enjoy Den of Geek, The Playlist, Screen Rant, Bloody Disgusting… there’s likely a few more I’m forgetting too. As a fan of LEGO, The Brick Fan is a regular read, and Fantha Tracks is a good place to keep up to date with all things Star Wars.

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Naomi Narrative, Naomi Lewis

Dating Blogger Spotlight: Naomi Lewis, Naomi Narrative

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Created by Naomi Lewis as a way to get things off her chest after a terrible date, Naomi Narrative is featured as one of our Top 10 Dating and Relationship blogs and focuses on all things sex, love, relationships and dating. Naomi shares why she will be posting even more about her relationship this year, why you should put away your phone during a date, and why she likes reading all about the different perspectives of dating. 

What’s in store for the blog in 2019?
This year, I’m getting personal. Of course, I’ll continue writing about all sorts in the world of dating, sex and relationships but I’ll be sharing bits and pieces about dates I’ve been on in the past – the good, the bad, and the ugly, and more about my current relationship. I think as much as it’s important to share advice and experience about dating when single, it’s equally important to share advice and experience about things that happen in a relationship. There’s too much faff on social media these days and at times, I feel people have totally unrealistic expectations of relationships – quickly forgetting that they take work, so more nitty gritty in store! 

What are your dating no-nos?
Where do I begin with a question like that? My biggest dating no-nos would be: 

  1. Don’t lie – You’ll always get found out in the end. Don’t use photos on dating apps from 20 years ago, don’t lie about your job, etc. You are who you are, and you want someone to find the you that you love. Simple. 
  2. Don’t be unhygienic – There’s nothing worse on a first date than meeting a modern man (or woman for that matter) who doesn’t seem to know how to brush their teeth or slap on a bit of deodorant. It’s not only poor hygiene, but it’s also common courtesy to keep yourself clean and fresh, not just when you’re dating!  
  3. Don’t be lazy – If you’re having a conversation, keep it going by returning a question with an answer and a question to follow, don’t continue to allow your potential partner to plan your dates and holidays. A relationship is a two-way street – you get what you give.  

How does Valentine’s Day affect your content?
As you can imagine, Valentine’s Day is a real hotspot for dating bloggers. You’re getting press releases and samples thrown at you left, right and centre. I wouldn’t say it affects my content as the bulk of my blog discusses dating, sex and relationships all year round. However, with that being said, I always feel that it’s important to remind people of the real meaning behind Valentine’s Day: it’s not about getting yourself into debt to lavish your significant other with material goods, it’s about setting aside some time and not letting life get in the way and celebrating your love for one another. Of course, I’m not saying don’t buy gifts if you like to do that, just don’t forget what it’s all about.  

What’s your idea of the perfect date?
I think the ‘perfect date’ is totally dependent on the two people involved. For instance, for two thrill-seeking go-getters, their ideas of a perfect date might be bungee jumping off a bridge in South America, whereas that’s probably my worst nightmare. I think that if the date is well thought out with the two people involved in mind – taking into consideration their likes and dislikes – alongside dedicating real, quality time to spend together (that means no phones or distractions), that could certainly be pretty perfect. Time and thought are key to showing someone that you really care. THAT’S romance.  

How has the rise of dating apps changed the dating scene?
There are an awful lot of pros and cons to dating apps. Unfortunately, dating apps have had a significantly negative impact on a lot of people – simply due to their very nature. People – both men and women – frequently describe themselves as feeling ‘disposable’. Now, with apps, there is access to so much ‘choice’ in terms of potential partners online that a lot of daters get FOMO and can’t seem to commit. However, on the flipside of that, apps allow you to meet and date people you may never have met in ‘real life’. It’s swings and roundabouts, but as long as you’re using the right apps for the right reasons – with the right attitude – they’re great. 

How do you work with brands for the blog?
I think the most successful way to work effectively with brands is to ensure your communication is spot on. Be totally clear about your requirements, and make sure they are clear about theirs. There are PRs and brands I’ve worked with on an on-going basis and the reason (I believe) it’s worked is because there has always been a clear brief from both ends, and everything’s totally transparent. With expectations and honesty from the outset, it becomes a really easy process for everyone to get what they want from a collaboration.  

What’s the best collaboration you’ve worked on?
I’m currently working with a brand called The Sway and I love it. Not just because of how we’re working together, but because of what they’re attempting to do. The Sway is a subscription box service, where every two months, you receive a pleasure package packed with products, toys, tips, hints – all based on a particular theme – which in essence, is to empower women to explore their sex lives. I adore the concept and think it’s going to be huge.  

What other blogs do you read?
I love reading other dating blogs, especially posts from Eve Greenow’s Never Settle and James Preece. Dating is something that affects everyone at every point in their lives so it’s great to be able to read about various topics and trends from differing perspectives.

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Phil Edwards Live for Films

Film Blogger Spotlight: Phil Edwards, Live for Films

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Phil Edwards created Live for Films to share his love of films, comics, video games and TV. Live for Films holds a place in our Top 10 Film blogs, so we spoke to Phil to find out all about which films he is excited about this year, his Oscars predictions and the importance of good communication from brands. 

What’s in store for the blog in 2019?
As always, Live for Films will be building to bigger and better things. We will be covering various Film Festivals around the World, heading off to the New York Comic Con once again and sharing the latest news, interviews and reviews for the many movies heading our way. 

Which film are you most excited about this year?
I am also a huge comic book fan so I cannot wait to see what happens in Avengers: Endgame. We have also got Quentin Tarantino’s Once Upon A Time In Hollywood heading our way, which should be great. 

How are the likes of Netflix changing the industry?
Netflix and other streaming services are bringing new movies to a huge audience. That means some smaller films are getting seen by a wider range of people, but it will be having an impact on the number of people heading off to the cinema. For me, the cinema is still the best way to experience a movie. 

Which films/stars will win the big five categories at the Oscars?
Best Actor - Bradley Cooper- – A Star is Born 

Best Actress - Yalitza Aparicio – Roma 

Best Supporting Actor - Mahershala Ali – Green Book 

Best Supporting Actress - Regina King – If Beale Street Could Talk 

Best Picture - Roma 

How does awards season affect your content and planning?
It means a lot more planning ahead and keeping track of the various award presentations. There is also a lot more scope for follow up articles and interviews based around the various winners. As I am based in the UK and many take place in the US, it also means a lot of late nights! 

What advice would you give PRs/brands who want to work with you?
Send out clear, concise emails detailing their requests. Included relevant images, trailers or whatever else is needed to promote the films. 

What do PRs do that’s wrong?
After the initial request for coverage of films or invites to screenings, there is often a delay in getting the actual information or screening confirmations over until the very last minute. That can make it difficult to arrange coverage for the films being promoted. Good communication makes everything better. 

What other blogs do you read?
I read Generation Star Wars and The Studio Exec.

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Eve Greenow Never Settle

Dating Blogger Spotlight: Eve Greenow, Never Settle

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Never Settle was created in 2015 by Eve Greenow and is featured as one of our Top 10 Dating and Relationship blogs. Eve shares her advice on dating no nos, what would happen on her perfect date, and how she works in partnership with brands to create mutually beneficial content. 

What’s in store for the blog in 2019?
I’m super excited for what’s in store for Never Settle in 2019.  

Going forward, I will continue tackling taboo subjects head on, which is what I’m passionate about. Whether it be mental health, contraception, sexual wellbeing, or more conventional dating subjects, I will continue to push these issues to the forefront of discussion, and take one step further. Further collaborations with brands who I feel most appropriate to send important messages to my readers, will continue, as well as pushing out my Ask Eve agony aunt section more, for those who need direct advice! I am also currently writing a self-help book, which is under wraps for now, but follows the general themes of the blog – which is really exciting…!  

What’s the secret to a great date?
Remember it’s just two people meeting, avoid putting too much pressure on yourself or the situation. Listen attentively, avoid asking too many interrogatory questions (it’s not an interview!), smile, be yourself and enjoy it! 

What are your dating no-nos?
There are so many good things which can happen on a date, but some serious no-nos would be:  

  • Don’t bitch about your ex – all bitching does is show a lack of respect – they were a big part of your life, and I don’t want to end up being referred to like that in the same way…  
  • A lack of basic hygiene is a big turn-off – make sure to shower or at least use deodorant… 
  • There’s nothing worse than someone who sneers at something you say or takes the mickey out of something you care about.  
  • Try not to brag… whether it be your job or lifestyle, or anything – it’s really not endearing!  
  • Give each other a chance: try not to come away from the date realising you know absolutely nothing about the other person because you spoke about yourself the whole time!  

How does Valentine’s Day affect your content?
Valentine’s Day for a dating and relationship blogger is huge. We get inundated with products to promote for the day, and it’s about choosing the ones we genuinely feel work. On top of this, it’s important to remember that even though it’s an integral occasion for the blog, it is just a day. And if you’re single then that’s okay too. I like to ensure my Valentine’s Day content is a mix of topics, catering for those in relationships, singletons and also including brands. I do tend to ramp things up on the blog on the lead up to Valentine’s Day.  

What’s your idea of the perfect date?
The ideal date would be just that – fun! I actually wouldn’t like going for a first date which is a dinner… I’d just spill something down myself! If you can have a laugh, and it’s not awkward, then fab! 

My favourite date is the one I had with my current boyfriend. We went geocaching, which is like treasure hunting using coordinates. It was so fun! Although because it was in the woods, I was a little apprehensive… I had my friends on standby if I didn’t come home by a certain time…! But it was great in the end and we had a real laugh.  

How has the rise of dating apps changed the dating scene?
The whole dating and relationship world has been tipped upside down.  

A lot of people have found real love via a dating app or website. Like social media, the tool of dating apps can open your eyes to people you’d never normally have the chance of meeting, as well as great for busy people. But what most will agree on is that internet dating has created the illusion of abundance. That the grass is always greener. 

We now live in a disposable society, where if something isn’t working as we want it to – we throw it away and get something newer, or so we believe – ever dissatisfied. Often finding the newer version isn’t much different from the previous one. 

When you’re on a dating app, you have literally endless amounts of people looking for love at your swiping fingertips. It is easy to believe that all of these single people are available, viable, options. The reality is, most of these people won’t be interested or compatible, however the sheer volume of singletons creates this falsehood that there are literally thousands of options out there. This warps our minds to think that our “ideal” person, with no flaws, is actually attainable. 

How do you work with brands for the blog?
I like to ensure when I work with PR agencies and brands, that it’s mutually beneficial. I don’t generally accept work with brands that aren’t relevant to my content (as it messes with the consistency of the site), but it’s about ensuring that we work as a partnership, and both of us are happy with the content. Whether it be working on a giveaway or sponsored post, or reviews, I always love working together with brands and PR agencies to push conversions, ROI and give my readers something new and fresh to discover. 

What’s the best collaboration you’ve worked on?
That is a really tough one!! I’ve worked with many brands on a whole range of products. I absolutely LOVE trying out new pleasure toys from brands like LELO, Bondara, Lovehoney,  and Ann Summers – to name a few of my favs. But I’ve also completed harder hitting campaigns such as with Lloyds Pharmacy Online Doctor, with a focus on looking after your sexual health, which is super important to me too.  

What other blogs do you read?
I love reading other blogs, it’s one of my favourite past times, and I really enjoy discovering new ones too! Some of my favourites are Naomi Narrative, Natasha Atlas, Lucy Goes Dating.

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The Cairncross Review

Industry associations respond to Cairncross Review

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The Cairncross Review details the findings of the investigation into the sustainability of journalism. The Review makes nine recommendations from a code of conduct to ‘rebalance’ the relationship between online platforms and publishers, to an ‘Institute for Public Interest News’.

The report also calls for an investigation into the online advertising market and the duopoly of Google and Facebook, a regulator for online platforms, the BBC sharing its knowledge and a range of funding and tax relief for public-interest journalism.

The CIPR has welcomed the proposal to create a new Institute for Public Interest News to protect high quality journalism and prevent the collapse of the local news industry. The Review warns that a lack of resource for investigative journalism and democracy reporting, covering discussions at local councils and magistrate courts, poses a threat to the long-term sustainability of democracy.

The recommendations suggest the new Institute could operate similarly to the Arts Council by conducting research, building partnerships with universities and improving accessibility and readership of quality online news.

On the platform regulator, the CIPR has consistently argued technology companies must take more responsibility for content appearing on their platforms. A new category that falls between ‘platform’ and ‘publisher’ would give the Government scope to consider future legislation more relevant to large tech firms.

Sarah Hall, CIPR vice president said: ‘There are two key issues here. Firstly, public relations needs a healthy press industry. As PR professionals, our ability to build successful, long-term relationships is dependent on honest and reliable communication. Newspapers and online publishers play a key role in that process and the sustainability of the press is in the interests of all PR professionals. We wholeheartedly welcome the recommendations of the Cairncross Review, including tax relief to encourage the provision of local journalism.

‘Secondly, we support calls to supervise tech companies’ efforts to identify reliable and trustworthy sources of news. These efforts are essential to tackling the challenges of disinformation and fake news. The creation of a third category beyond ‘platform’ and ‘publisher’ would lay the ground for sensible and proportionate regulation of tech firms.’

The PRCA is more cautious and while it has praised the attempt to address the problem, it calls for detailed industry consideration of the issues raised.

Francis Ingham, director general of the PRCA said: ‘The independent report represents a sustained, informed attempt to secure the future of journalism in this country. Our industry relies on a vibrant media, and therefore applauds this aim, and welcomes the platform this gives to the issue.

‘With a broad-range of recommendations, there are many notable ideas here, but some – such as the Institute for Public Interest News; its governance and funding; should make us pause and give thought.

‘We owe it to journalism and to all of those involved with the media to consider not just the undeniably good intentions behind these recommendations, but all of the possible outcomes, and any possible unintended consequences. Which is why we will consult the PR and communications industry in detail before commenting further on the detailed recommendations. That consultation starts tomorrow, and we will be encouraging all of those in our industry to engage with it.’

Tiktok

Does your PR strategy include TikTok?

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TikTok is the latest social networking site to take the world by storm with reportedly over 500 million users – a number that’s rising fast. Launched in China, the app is similar to Vine (RIP Vine) but with greater accessibility for more people to make high quality, creative videos.

TikTok bought Musical.ly in 2017 giving it a foothold outside of China; around 40% of its user base is now based outside of its home country. It makes TikTok unique in the field of successful global social networks as it is the only major platform not based in Silicon Valley and therefore questions of regulation, internal reporting and IPOs will be very different in the lifespan of TikTok to what we’re used to.

Those familiar with Vine will recognise much of TikTok – short clips (typically 15 seconds) are used to communicate, which means the platform forces creativity and the content is generally skewed towards younger users and teenagers, some of whom are already count followers in the tens of millions. TikTok has more filters and effects built in, so where Vine relied on highly skilled video makers for its best content, TikTok can make anyone seem like a video pro.

Does it work for brands?
If your brand or your clients are working with a younger audience then TikTok is a must for you to get on board with. Any means to communicate with your audience should be explored and experimented with to decide if it’s the right platform for you, but generally creative channels go hand-in-hand with creative PR.

With TikTok, there’s different ways for brands to get involved. The platform has its own memes and a huge host of challenges from the Drake-inspired #InMyFeelingsChallenge to Jimmy Fallon’s #SharpieChallenge.

Only by immersing yourself in the world of TikTok will it become clear which challenges and memes are opportunities for your brand – whether it’s joining existing ones or perhaps even starting your own (I’m sure Sharpie is very happy).

Challenges, and videos in general, are typically people-led on the platform, so brands have the opportunity to show the people side of their businesses in a fun and youth-friendly way, or make use of celebrity connections via campaigns. Again – TikTok is not going to be suitable for every brand or business.

With rising stars in the TikTok ecosystem, there’s also a huge opportunity for influencer marketing but be wary of going in too hard, the app is not a marketplace and collaborations (as with any influencer marketing) should feel authentic and fit in with the existing influencer’s output.

TikTok is also not a platform of desperate selling or poorly disguised advertising, and brands should fit in with the fun and generally upbeat vibes of the platform and not try to dominate the conversation. (If you were at your infant niece’s birthday party, you wouldn’t try to dominate the conversation among the kids – don’t do it here).

For those that do want to advertise, this is being tested on the platform but note that it seems to be easily skippable.

Ethics
There’s also ethics to consider, as there is for any social network use or influencer marketing practice. Alongside the topics I’m sure you’ve heard discussed time and time again (disclosure, authenticity, payment) brands should also be cautious about the young user base on the platform and what it means if you’re trying to collaborate with big influencers that include young teenagers.

With the ‘responding with a video’ viral style of content on the platform, there’s also a risk of quickly losing control of anything you do on the platform and this should be considered before any major campaigns are carried out.

So, should TikTok be part of your PR strategy?
Only you can answer that, but take 15 seconds and watch a video – then waste the rest of the day watching hundreds more. Great PRs know what channels and styles fit their brand, or client’s brand, and TikTok is so distinctive that you should know in an instant.